| Buoyed by a strong economy, advertisers
increased their media expenditures by 10.3% in 1999 over 1998's spending
levels — up to $87.5 billion from $79.3 billion. General Motors
led the way among parent companies spending $2.876 billion dollars
(a 35.6% increase over 1998) and McDonald's ranked as the top brand
in ad spending with $623.5 million (a 9.5% increase). Among the media,
cable networks were the biggest beneficiary enjoying an 23.1%1
increase in their piece of the pie. Internet companies, meanwhile,
increased their traditional media ad expenditures by 389%. The largest
investment for Internet companies was seen in magazines, but Network
Television and the Cable Networks appear to be closing the gap with
greater percentage increases.
The Internet advertising sector, tracked by CMR's division, CMRinteractive,
saw explosive growth too. Overall Internet advertising expenditures
increased 85.9% jumping from $1.027 billion to $1.910 billion.
More significantly, Internet ad spending crossed a milestone —
2.1% of total ad spending. While there is little surprise that
e-commerce led the growth, the retail category increased its Internet
advertising dollars by 153% — the largest of the major categories.
This information was issued today by Competitive Media Reporting
(CMR), the nation's leading tracker of advertising intelligence.
The information reflects advertising dollars spent in television,
newspapers, magazines, radio and outdoor.
Among the Industry Groups, the automotive sector (spending $10.953
billion — a 13.2% increase over 1998) bested retail ($9.043
billion — a 15.9% increase). But for overall growth, the
financial sector enjoyed a 23.5% increase driven, in large measure,
by the online brokers. The telecommunications sector saw a 21.7%
increase thanks, in large part, to the "10-10" dial-around
numbers.
Automotive advertising also led the way among the major categories
with expenditures from Factories and Dealers coming in first and
second respectively (Factories: $8.304 million, Dealers: $4,364
million). Home & Building Retailers ($3.876 million), Telephone
Companies ($3.695 million) and Financial Services ($3.683 million)
rounded out the top five.
Individual leaders
Behind General Motors, Proctor & Gamble ranked as the second
leading advertiser spending $1.685 billion (a -2.3% decline from
1998) and DaimlerChrysler ranked third spending $1.509 billion
(a 9.0% increase from the previous year). Circuit City (spending
$409.4 million — a 1.4% jump from 1998) replaced Burger King
in the number two spot behind McDonalds among leading brands. Burger
King (spending $400.4 million — a slip of -1.0%) dropped
to third.
Competitive Media Reporting is the leading provider of strategic
advertising intelligence, serving advertising agencies, advertisers,
broadcasters and publishers. The company's tracking technologies
collect occurrence and expenditure data, as well as the creative
executions of over 900,000 brands across 15 media. CMR is headquartered
in New York City and maintains sales locations in major markets
throughout the United States. For further information, visit http://www.cmr.com.
Editor's Note:
Traditional media and Internet advertising expenditures by specific
industries, categories, companies and brands are available by calling
Daniel Prince & Associates — (212) 213-9060.
See the attached FY99 Industry Charts for select industry figures.
The Top Advertisers and Brands
|
| 1 |
General Motors Corporation |
2,876,242,400 |
2,121,040,900 |
35.6 |
| 2 |
Proctor & Gamble Company |
1,684,500,600 |
1,724,471,600 |
-2.3 |
| 3 |
DaimlerChrysler AG |
1,509,488,900 |
1,385,351,800 |
9 |
| 4 |
Philip Morris Companies |
1,357,514,700 |
1,264,592,100 |
7.3 |
| 5 |
Ford Motor Company |
1,191,639,100 |
1,150,312,400 |
3.6 |
| 6 |
Time Warner |
919,953,000 |
884,124,100 |
4.1 |
| 7 |
Johnson & Johnson |
837,691,500 |
658,775,800 |
27.2 |
| 8 |
AT&T |
824,503,300 |
631,465,300 |
30.6 |
| 9 |
MCI Worldcom |
759,201,700 |
658,771,800 |
15.2 |
| 10 |
Walt Disney |
745,058,500 |
810,000,600 |
-8 |
|
| |
| 1 |
McDonald's |
623,470,500 |
569,192,900 |
9.5 |
| 2 |
Circuit City |
409,397,300 |
403,590,400 |
1.4 |
| 3 |
Burger King |
400,385,500 |
404,594,900 |
-1 |
| 4 |
Best Buy |
250,522,200 |
203,995,800 |
22.8 |
| 5 |
Home Depot |
236,098,500 |
215,241,100 |
9.7 |
| 6 |
Wendy's |
217,149,200 |
187,264,400 |
16 |
| 7 |
Taco Bell |
206,340,100 |
202,781,400 |
1.8 |
| 8 |
Sprint PCS Digital Service |
186,057,700 |
77,557,400 |
139.9 |
| 9 |
10-10-220 |
180,488,100 |
60,572,800 |
198 |
| 10 |
ALLTEL Cellular Service |
179,569,800 |
108,588,900 |
65.4 |
|
| |
Across the Media
|
| 1 |
Network Television |
180,030,556,000 |
16,271,972,300 |
10.6 |
| 2 |
Newspaper |
17,651,954,800 |
16,130,927,600 |
9.4 |
| 3 |
Spot Television |
15,389,504,300 |
15,486,765,700 |
-0.6 |
| 4 |
Magazines |
15,529,291,500 |
16,130,927,600 |
12.7 |
| 5 |
Cable Network Television |
8,754,351,700 |
6,671,977,900 |
23.11 |
| 6 |
Syndicated Television |
2,996,164,600 |
2,691,647,800 |
11.3 |
| 7 |
National Spot Radio |
2,373,184,500 |
2,039,837,100 |
16.3 |
| 8 |
Outdoor |
1,993,937,400 |
1,726,983,900 |
15.5 |
| 9 |
National Newspaper |
3,205,608,600 |
2,658,232,300 |
20.6 |
| 10 |
Sunday Magazine |
1,096,974,200 |
1,029,447,300 |
6.6 |
| 11 |
Network Radio2 |
NA |
NA |
NA |
| Total Spending |
87,457,482,600 |
79,312,047,900 |
10.3 |
|
| Where Internet Companies spent their Off-line
Dollars
|
| 1 |
Magazines |
687,273,200 |
153,645,700 |
347.3 |
| 2 |
Network Television |
667,559,600 |
131,734,000 |
406.7 |
| 3 |
Cable Network Television |
486,507,200 |
95,672,400 |
408.5 |
| 4 |
Spot Television |
424,658,300 |
87,947,000 |
382.9 |
| 5 |
National Newspapers |
300,055,000 |
61,110,400 |
391 |
| 6 |
National Spot Radio |
295,745,700 |
47,291,100 |
525.4 |
| 7 |
Newspapers |
133,918,400 |
27,228,800 |
391.8 |
| 8 |
Network Radio |
72,898,200 |
26,864,600 |
171.4 |
| 9 |
Outdoor |
44,886,300 |
5,980,200 |
650.6 |
| 10 |
Syndicated Television |
36,129,500 |
7,864,700 |
359.4 |
| 11 |
Sunday Magazines |
25,001,700 |
3,986,200 |
527.2 |
| Total Spending |
3,174,633,100 |
649,523,000 |
388.8 |
|
| |
Automotive
|
| 1 |
General Motors Corporation |
2,627,969.20 |
1,921,531.50 |
36.8 |
| 2 |
DaimlerChrysler AG |
1,495,119.80 |
1,373,463.50 |
8.9 |
| 3 |
Ford Motor Company |
1,066,176.10 |
1,025,245.20 |
4 |
| 4 |
Toyota Motor Corporation |
704,330.50 |
647,272.40 |
8.8 |
| 5 |
Honda Motor Co LTD |
540,250.90 |
456,393.80 |
18.4 |
|
| |
| 1 |
Dodge Auto & Truck Var |
132,604.80 |
44,778.20 |
196.1 |
| 2 |
Volkswagen Autos Jetta |
117,699.00 |
16,314.70 |
621.4 |
| 3 |
Nissan Autos Maxima |
116,003.60 |
17,523.00 |
562 |
| 4 |
Dodge Trucks Caravan |
108,713.90 |
100,639.80 |
8 |
| 5 |
Jeep Grand Cherokee |
107,787.90 |
136,365.40 |
-26.5 |
|
| |
Direct-to-Consumer Prescription Drugs
|
| 1 |
Glaxo-Wellcome PLC |
223,379.40 |
166,975.50 |
33.8 |
| 2 |
Schering-Plough Corporation |
189,155.10 |
209,074.50 |
-9.5 |
| 3 |
Pfizer Inc. |
151,101.90 |
131,303.30 |
15.1 |
| 4 |
Merck & Co., Inc. |
148,191.20 |
138,107.10 |
7.3 |
| 5 |
Astrazeneca PLC |
139,636.40 |
99,910.00 |
39.8 |
|
| |
| 1 |
Claritin Allergy Rx |
123,438.20 |
136,379.30 |
-9.5 |
| 2 |
Prilosec Heartburn Rx |
79,435.80 |
49,736.10 |
59.7 |
| 3 |
Xenical Fat Blocker Rx |
76,152.90 |
71.9 |
105,815 |
| 4 |
Propecia Hair Loss Rx |
71,116.40 |
90,969.20 |
-21.8 |
| 5 |
Zyrtec Allergy Rx |
57,068.40 |
75,235.00 |
-24.1 |
|
| |
Financial
|
| 1 |
American Express Co. |
289,892.00 |
248,868.80 |
16.5 |
| 2 |
Visa USA, Inc. |
268,267.70 |
225,903.40 |
18.8 |
| 3 |
Morgan Stanley DW |
254,047.70 |
159,005.70 |
59.8 |
| 4 |
Charles Schwab Corp. |
183,849.80 |
97,076.30 |
89.4 |
| 5 |
Mastercard Int'l. Inc. |
176,075.10 |
155,567.60 |
13.2 |
|
| |
| 1 |
Visa Credit Card |
143,777.20 |
134,134.20 |
7.2 |
| 2 |
E*Trade Brokerage Online |
129,040.00 |
41,371.40 |
211.9 |
| 3 |
American Express Credit Card |
122,376.70 |
131,554.70 |
-7 |
| 4 |
Mastercard Credit Card |
112,687.80 |
70,514.40 |
59.8 |
| 5 |
Charles Schwab Consumer Svcs. |
96,573.90 |
52,864.10 |
82.7 |
|
| |
Telecommunications
|
| 1 |
AT&T Corporation |
739,987.10 |
547,075.70 |
35.3 |
| 2 |
MCI WorldCom |
731,407.50 |
643,457.10 |
13.7 |
| 3 |
Sprint Corporation |
451,574.00 |
355,529.70 |
27 |
| 4 |
Alltel |
188,280.10 |
122,107.80 |
54.2 |
| 5 |
SBC Communications, Inc. |
187,062.60 |
189,449.50 |
-1.3 |
|
| |
| 1 |
Sprint PCS Digital Service |
186,057.70 |
77,557.40 |
139.9 |
| 2 |
10-10-220 Long Dist. Res. |
180,488.10 |
60,572.80 |
198 |
| 3 |
Alltel Cellular Service |
179,569.80 |
108,588.90 |
65.4 |
| 4 |
Sprint Long Distance Res. |
173,076.00 |
171,337.30 |
1 |
| 5 |
1-800-Collect |
163,821.40 |
147,433.90 |
11.1 |
|
| |
Beer
|
| 1 |
Anheuser-Busch Companies |
321,426.50 |
309,452.10 |
3.9 |
| 2 |
Philip Morris Companies |
166,678.90 |
214,550.00 |
-22.3 |
| 3 |
Adolph Coors Company |
165,890.30 |
135,951.00 |
22 |
| 4 |
Heineken NV |
42,232.20 |
18,328.80 |
130.4 |
| 5 |
Canandaigua Wine Co Inc |
40,027.70 |
22,107.70 |
81.1 |
|
| |
| 1 |
Budweiser Beer |
116,733.90 |
108,110.70 |
8 |
| 2 |
Bud Light Beer |
103,326.70 |
125,474.80 |
-17.7 |
| 3 |
Coors Light Beer |
94,226.40 |
76,355.70 |
23.4 |
| 4 |
Miller Lite Beer |
82,715.40 |
95,161.90 |
-13.1 |
| 5 |
Heineken Beer |
33,990.00 |
14,949.20 |
127.4 |
|
| |
Carbonated Soft Drinks
|
| 1 |
Coca-Cola Company |
275,957.30 |
243,079.30 |
13.5 |
| 2 |
PepsiCo |
209,509.00 |
202,503.20 |
3.5 |
| 3 |
Cadbury Schweppes |
159,336.70 |
117,698.60 |
35.4 |
| 4 |
Coca-Cola Enterprises Inc |
1,757.10 |
1,138.10 |
54.4 |
| 5 |
National Beverage Corp |
1,204.60 |
539.9 |
123.1 |
|
| |
| 1 |
Coca-Cola Classic |
139,702.40 |
115,461.50 |
21 |
| 2 |
Pepsi Cola |
88,766.20 |
82,685.60 |
7.4 |
| 3 |
Dr. Pepper |
70,726.30 |
55,247.20 |
28 |
| 4 |
Sprite |
68,235.20 |
56,483.40 |
20.8 |
| 5 |
Pepsi One Diet |
50,831.90 |
25,780.20 |
97.2 |
|
| |
Restaurants
|
| 1 |
McDonald's Corp. |
626,238.00 |
570,948.80 |
9.7 |
| 2 |
Tricon Global (former Pepsico) |
551,409.10 |
496,313.60 |
11.1 |
| 3 |
Diageo PLC |
404,169.20 |
407,977.60 |
-0.9 |
| 4 |
Wendy's Int'l. Inc. |
219,809.90 |
189,730.90 |
15.9 |
| 5 |
Darden Restaurants |
136,883.70 |
139,447.50 |
-1.8 |
|
| |
| 1 |
McDonald's Restaurant |
623,470.50 |
569,192.90 |
9.5 |
| 2 |
Burger King Restaurant |
400,385.50 |
404,594.90 |
-1 |
| 3 |
Wendy's Restaurant |
217,149.20 |
187,264.40 |
16 |
| 4 |
Taco Bell Restaurant |
206,340.10 |
202,781.40 |
1.8 |
| 5 |
KFC Restaurant |
168,795.00 |
161,623.00 |
4.4 |
|
| |
Computer Companies
|
| 1 |
Microsoft Corp |
226,789.30 |
200,466.80 |
13.1 |
| 2 |
Gateway Inc |
180,526.30 |
153,495.40 |
17.6 |
| 3 |
Intel Corp |
155,807.80 |
104,326.50 |
49.3 |
| 4 |
Dell Computer Corp |
155,194.60 |
93,260.30 |
66.4 |
| 5 |
Compaq Computer Corp |
144,197.50 |
141,615.20 |
1.8 |
|
| |
| 1 |
Gateway Computer |
100,552.80 |
67,987.20 |
47.9 |
| 2 |
Intel Computer Components |
74,857.30 |
74,003.80 |
1.2 |
| 3 |
Dell Com Corp Comp Pdts D.R. |
58,311.20 |
55,428.50 |
5.2 |
| 4 |
Microsoft Var Software |
50,611.50 |
47,883.20 |
5.7 |
| 5 |
Compaq Computer Corp CP |
37,154.90 |
22,541.10 |
64.8 |
|
| |
Motion Pictures
|
| 1 |
Walt Disney Company |
404,165.40 |
470,539.40 |
-14.1 |
| 2 |
Time Warner Inc. |
378,056.90 |
412,827.40 |
-8.4 |
| 3 |
Seagram Co Ltd |
268,862.20 |
198,556.70 |
35.4 |
| 4 |
National Amusements Inc. |
248,158.10 |
198,958.70 |
24.7 |
| 5 |
Sony Corp |
239,782.50 |
215,944.70 |
11 |
|
| |
| 1 |
Universal City Studios |
268,862.20 |
198,556.70 |
35.4 |
| 2 |
Buena Vista Distribution Co |
265,522.70 |
324,821.10 |
-18.3 |
| 3 |
Paramount Pictures Corp. |
248,158.10 |
198,957.80 |
24.7 |
| 4 |
Warner Bros Inc. |
236,020.70 |
268,227.00 |
-12 |
| 5 |
Sony Pictures Entertainment |
195,859.10 |
106,113.90 |
84.6 |
|
|
